Essay on Marketing Research

3718 Words Oct 26th, 2011 15 Pages
Running head: MARKETING: ETHICS IN ADVERTISING

Ethics in Advertising Among various problems faced by leaders and managers, the most challenging is the one dealing with ethical issues. The problem becomes more complex when addressing cross culture and multinational. It is undeniable fact that corporate leaders and manager are more focused in growing the business than running the business. The answer to this growth is new markets but these new markets emerge they come with new problems and demand innovative solutions. Marketing is one of the main platforms of interaction of any entity to rest of world, hence the potential for problems are high. As part of our learning team activity, we firmly believe that the ethics
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A variety of industries use various forms of advertising to attract children to their products and services. Children spend a substantial amount of time watching Television. Thus; it is enabling exposure to misleading advertising. The objective of marketers is to solicit interest which could lead to unnecessary purchases. They display these ads during programming targeted at children especially; when kids are alone and unsupervised. These ads, surmounted with peer pressure have encouraged us to address the following issues:
Ethics of advertising to children: food marketing, targeting children and parental perspective.
1: Junk Food:

Junk food has negative effect on children. Television is the major media carrier ads in the form of their favorite cartoon character such a Winnie the Pooh and Milky Bar Kid, which also promote children snacking. In 2007, it was found that 58% of all items purchased by children were sweets, followed by toys at 30%. (Davidson, 2002).
2: Peer Pressure:

Peer pressure is evident because their peers have it, they want it and want it now, even when they or their parents cannot afford it. Incidences of peer pressure in collaboration with dishonesty, economic constrain and the psychological effect can create problems.

3: Parental Consent:

The ethical concern is using ads to entice children without parental consent and manipulating

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